Lion Cereal, CPW: Smells like teen spirit - How Lion Cereal turned teenage anger into brand affection

Lion Cereal, a breakfast cereal brand, launched a campaign in Europe to get more 16–24-year-olds eating the brand's cereal.

Campaign details

Brand: Lion Cereal, CPWAgency: Mother London

Exec Summary

In 2019, Lion asked Mother how they could get more 16 - 24 year olds eating Lion Cereal. And in the process of answering this brief, we uncovered what's wrong with marketing aimed at this audience.

By trying too hard to be relevant, brands aimed at GenZ have been actively turning them off. And as a result, advertising wasn't just something they were apathetic towards, they actively hated it. This resulted in a vicious cycle: the more brands tried to target teenagers with 'relevant' advertising, the more...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands